K-Swiss California Love

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K-Swiss approached RWD with a view to becoming their retained media and creative agency for 2013. The brief was to re-energise the brand for the current youth market and help with retail messaging and sell through. K-Swiss guidelines were to stay true to their ethos of premium, clean and classic, with the concept to revolve around their Californian heritage. The name California Love has various meanings, especially with the youth audience, so RWD saw it as an ideal campaign name. RWD recruited then relatively unknown DJ Charlie Sloth to head the campaign, because of his access to the target audience. Charlie helped RWD and K-Swiss bring the story to life through various methods; 4 videos shot in California; 8 local videos with Charlie and various emerging artists; DPS display adverts placed across various media; 1 month, 4 day UK activation tour to bring a brand experience and collect valuable data; a series of DPS advertorials to run alongside the video content

This content was created with RWD’s select seeding partners in mind so that the content could get the widest coverage possible. This has been a major reason for the campaign’s success to date. So far, there has been as average of 90,000 views per video and increased retail interest. The campaign runs until the end of 2013.

TOUR ACTIVATION RESULTS

KPI’s:

+ 4 locations
+ 5 days
+ 1,500 sign ups
+ Increased Facebook interaction

Results:

+ Sign ups (+73%)
+ Facebook interaction (+ 9,593%)
+ K-Swiss.uk page visits (+2,145%)

Services included:

+ Photography
+ Styling
+ Art direction
+ Street team / Experiential
+ Design
+ Display advertising
+ In-store advertising
+ Celebrity endorsement
+ Celebrity seeding
+ Video production
+ Social media engagement
+ Facebook app design
+ Content seeding